Westpac Group will launch a new brand marketing campaign for its subsidiary, St George Bank, next month. Yesterday, the bank showed an image from the new campaign, which features the tag lines "unleash the little dragon in you" and "start something".The new campaign is part of a move to position the group's many brands more precisely. Westpac's Australian Financial Services chief executive, Brian Hartzer, said the group's portfolio of brands had come together through a series of acquisitions, and the brand identities were a result of this history.While Westpac would not be throwing away these legacies, it would be refining its various brand strategies and making each brand more distinctive. As well as St George, those acquisitions include BT, Bank of Melbourne, BankSA and Rams.Speaking at an AFS strategy update yesterday, Hartzer said: "Our suite of brands gives us an opportunity for growth that not all our competitors have."We can compete selectively in different markets against different competitors. We don't have to cannibalise our back book. We can compete tactically."He said BT had a legacy as a strong investment management brand, but retail investors did not think of it as a consumer-friendly brand. "We did a re-launch in January and we will be launching some sharp offers on the back of that," Hartzer said.He said Bank of Melbourne was all about achieving growth Victoria, where the group has under-performed. However, Hartzer said, the number of new customers in the state had doubled since the brand was re-launched, and deposit share is growing. "Bank of Melbourne's growth is not at the expense of Westpac," he said "There are people who don't want to bank with a big bank. By having alternative brands available to us, we can put an offer in front of more of the available profit pool."The St George re-launch is being backed by a new small and medium business offering.St George Bank's chief executive, George Frazis, said: "St George is underweight in business banking market share. We lead in business banking net promoter scores, so we should be doing better." Frazis said the bank lacked a "compelling service offering", but two weeks ago it launched Business Connect, a cost-effective relationship banking model for the SME market. It relies on a centralised specialist team that uses video and mobile to get to customers. Hartzer said he didn't mind a bit of competitive friction and cannibalisation between brands, as long as there was net improvement.He said: "We are driving performance by imposing very consistent measurement across the business, so we can identify issues in our multiple brands."The distinctions in marketing, pricing and services are being centrally co-ordinated now. Those brands have to complement each other."